UK shopper traffic is expected to rise by 20% on the daily average on Frenzied Friday (21 December), according to global retail intelligence specialist, ShopperTrak.

Frenzied Friday will mark the switch from online to in-store shopping, as Christmas shoppers head to the High Street to finish off buying festive gifts.

Steve Richardson, UK and MEA Director at ShopperTrak, said: “As the last working day for many before Christmas, Frenzied Friday marks the start of the last minute festive footfall rush, with footfall set to rise across the weekend; Super Saturday – the busiest day for shopper traffic on the High Street – is expected to see a 20% increase in footfall on the daily average – and Sunday and Christmas Eve are anticipated to both be up by 5%.”

“Friday is also significant in that it marks the moment that shoppers move away from buying online and instead head into stores to finish off Christmas shopping. In spite of retailers offering later and later fulfilment options, shoppers will head on to the High Street, fuelled by the fear that online gifts may not arrive in time for the big day, as well as taking advantage of click-and-collect orders, which some retailers are promising to fulfil on Christmas Eve itself.”